VIVE, Much More Than Just a Sustainable Condoms Socially-Marketed Brand (TUPEE601)


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In response to the HIV epidemic in Central America, Population Services International (PSI) created in Central America, its affiliate, the Pan American Social Marketing Organization (PASMO) in 1996. PASMO’s inception project was to launch a regional socially-marketed condom brand, “VIVE,” to improve availability of and access to high quality condoms. Sustainability of the brand and growth of the total market were core principles from the start of the project. To achieve brand sustainability, PASMO developed a tiered sustainability strategy, starting with cost recovery of commodities through product sales (achieved in 2000), cost recovery of commodities and marketing costs (achieved in 2010), and finally cost recovery of commodities, marketing and the bulk of operating costs (achieved in 2012). PASMO’s strategy for growing the overall condom market was to implement a total market approach to ensure openness within the market for both public sector and fully commercial-sector brands to serve appropriate consumer segments. This strategy was coupled with highly targeted combination prevention programs to reach populations most affected by HIV and limiting drastic price increases.